Home » Smith’s Brings Back The Gobbledok To Celebrate Its 90th Birthday Via Porter Novelli

29 March, 2021

Smith’s Brings Back The Gobbledok To Celebrate Its 90th Birthday Via Porter Novelli

Iconic chip brand, Smith’s, is celebrating its 90th birthday in a new video from Porter Novelli and EG+.

To celebrate the occasion, Smith’s is bringing back the popular faces of Smith’s from over the years including Potato Head and the infamous Gobbledok to showcase the brand’s rich history, nostalgic moments and its place in the hearts of generations of Aussies.

Australian comedian Stephen Curry, who has fronted recent Smith’s campaigns, will be joining in the 90th birthday celebrations.

“It’s hard to believe there was a moment in time when Smith’s chips didn’t exist. As a chip lover myself, I’m very happy to come back to help Smith’s blow out their birthday candles this year…really it’s just a good opportunity to get stuck in to a packet of Salt & Vinegar chips!” said Curry.

Smith’s emerged from humble beginnings in the inner-Sydney suburb of Surry Hills in 1931. Frank Smith and George Ensor originally began making chips in 20 gas-fired cooking pots, before packing them by hand with a “twist of salt” sachet for flavouring. Thirty years on, Smith’s released the first flavoured chip in Australian history with its popular Chicken flavour.

This innovation continued over subsequent years with many new flavours and industry-first products breaking into the market such as Duo’s, Poppables, and most recently, Oven Baked.

Over its 90-year history in Australia, Smith’s has also contributed significantly to jobs, agriculture and the economy. Smith’s only uses Australian potatoes for its chips, purchasing 90 million kilograms of fresh potatoes each year from local farmers all over the country, making Smith’s the largest buyer of crisping potatoes in Australia.

Chief Executive Officer of parent company PepsiCo ANZ, Danny Celoni said this year marks a significant milestone for the brand, but more importantly, for the people behind Smith’s.

“Smith’s enjoys a proud Australian heritage with our one-of-a-kind potatoes being grown and produced by local Aussie farmers for generations. Ninety years is a momentous feat and there’s no better time to celebrate and give thanks to our farmers, people and loyal consumers that have made Smith’s what it is today,” Celoni said.

To mark its 90th milestone, Smith’s has reintroduced five fan-favourite flavours as Limited Editions: Tasty Cheese, Sausage Sizzle, Loaded Baked Potato, Garlic Bread and Crispy Bacon. The 90th birthday celebrations are taking place all year round with many more exciting things in store… Watch this space!

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